It could be the end of the road for Land Rover’s beloved Defender model. With new European emissions regulations looming 2016, it seems the company is uncertain if there is a viable business case for updating the ancient off-roader.
The current model, favored by rescue services and utility companies for its off-road prowess and extreme durability, has soldiered on with few changes since 1983. Previously, the company had been considering two options for the Defender’s future. The first involved updating the Defender’s engines and safety equipment to meet the new regulations, while the more costly alternative involved crafting a new platform with shared parts from other, more modern Jaguar/ Land Rover vehicles.
Colin Green, managing director of Land Rover’s U.K. operations, indicated in an interview with Auto Express that the company is considering a third course of action.
“Another option…is that we abandon that section of the market,” he said in the interview. “Its our least preferred choice, because we have serviced that customer base for a long time, but there’s no point in servicing the customer and not the business. We have to make money and all three options are on the table.”
Facing a similar situation in America in 1996, Land Rover chose to pull the Defender off the market rather than invest in adding airbags to the venerable truck. Regardless of what happens to the European variant, Land Rover has made clear that it is not taking the future of its legendary model lightly.
“If we get it wrong we are messing up one of the industry’s biggest icons, and in that sense its a tremendous responsibility,” said Green.
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1.’Land Rover to…’ view
